At the celebration of 100 years of his birth, David Ogilvy was remembered as saying that advertising is a force for good. He assured that it was about much more than sales and proposed to make a better world with it. In the vision of the great figure at DDB, Bill Bernbach always said that creativity is the main engine of business.
With the 2011 Cannes Lions Festival just one day away, it is clear that the world is changing faster and more intensely than ever, because of the way applied creativity drives and transforms. Today the marketplace is conversations, people are pushing brands openly and content is coming from everywhere. Technology is accelerating at reckless speed and the future has only one word to say: Hello!
From a scissors, like the one on my desk, to a doctor’s office, from a cell phone to a play, creativity is essential to business success in everything. I certainly don’t expect creativity from a pilot in an airplane, or a surgeon in open-heart surgery, although I do expect it in making windows bigger in airplanes or valves safer to replace damaged arteries.
This is why we have decided to consolidate our Tribu Group as one focused on creative business solutions. We will move forward with the Tribu Lab to generate an environment conducive to innovation and breakthrough ideas. We will continue in an intimate combination between Bosz and Tribu in the potentiation of possibilities, supported by Trio Capital, Camedia, Fusion, Promotica and the other companies of the group, as well as touching every person with a proposal to share, whether in the company, in Berlin or in Shanghai. Creativity must come to the rescue of problems, from the dams in the streets to the government of the republic, from the creation of a better experience in a bank or in a store, to the screen of your cell phone or your most read newspaper.
The Cannes Film Festival has left us once again fired up, challenged and encouraged to continue our journey of life. With the most talented team I have seen assembled in many years, it is time to follow the momentum we see in many agencies, companies and causes around the country. We want to make our contribution as well.
Let’s squeeze the juice out of life, let there not be a drop left, and let’s continue in every way possible to seek to make a difference. “All of us who professionally use the mass media shape society. We can vulgarize it. We can also brutalize it. Or we can elevate it to a higher level,” Bernbach added at another point as well. In every day there is at least one possibility.
